Forbes rolls out scrolling streams

Lewis Dvorkin, the chief product officer at Forbes, writes about new technology being used on Forbes.com called scrolling streams.

Dvorkin writes, “Today, we began to roll out a new architecture for page screens. We call them intelligent scrolling streams. You’re on one right now. One key feature: rich, continuous streams of content (post after post after post) that are curated and personalized — and importantly, serve our business, too. Another critical component: progressive loading of ad units and new scalable, trackable and measurable ways to monetize the streams. Each element of the screen is built within a responsive framework, so when the time is right we can move the experience to smartphones and tablets.

“By first seeking answers for critical business challenges, we found ourselves making the screens simpler, cleaner and more readable, too. It’s also easier to discover content, to follow and read more from a favorite contributor, to find groupings of related posts and different takes on a subject. In a bigger sense, they represent our next step in a quest to build a sustainable model for ad-supported journalism in the digital era.

“For now, the new experience can be seen by 5% of our audience. Our technology team made this post and stream available to everyone. Over the next months, we’ll expand the roll-out. We’ll test and measure performance, as we did over the summer with specific elements. We’ll fix what doesn’t quite work as planned, make adjustments and introduce new elements. This strategy is consistent with our relentless focus on product iteration.”

Read more here.